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? Copyright comOn Group (comOn, SA) 2015
U S E R S A S R E A L
P E O P L E
r i c a r d o . f o n s e c a @ c o m o n . p t
B r a n d s t r a t e g i s t
P h D i n p s y c h o l o g y

E V E R Y B U S I N E S S I S A
H U M A N B U S I N E S S
N O T E # 1

From Interior Design to Management or ioT, knowing how people think,
feel and behave is a business advantage because 99% of all kinds of
businesses are human businesses.

In Marketing and Advertising
this is no exception
Knowledge from psychologyhelps us answer multiple questions:
Why people use tablets in the evening?
Why is my brand perceived as “cold”?
Why people don't share the post of my Facebook page?
Why conversions rates decreased?
Why price strategy isn’t working?

Psychology’s legacy in advertising over time:

N O B E L P R I Z E E C O N O M I C S
The way we choose a brand, make purchase decisions or
form impressions about others is often less rational than we
think. We don’t like to spend a lot of time thinking about
possibilities, scenarios, etc. We like (and need) to be agile.

DEFAULT(

P I O N E R I N G B R A N D S
Some leading companies are already turning human
understanding in business advantage.
(in script writing) (in problem solving) (in changing behaviours)

I N S U M
There is a lot of room for innovation when one brings
psychology principles in the way marketing, business and
communication is thought out. Room for competitive
advantage.

H O W ?
Let’s start by deconstruct some marketing buzzwords using
the psychology lens.

P O S I T I O N I N G
N O T E # 2

f r o m a b u s i n e s s p o i n t o f v i e w
It’s the image that differentiates a brand from its
competitiors’.

f r o m a p s y c h o l o g y p o i n t o f v i e w
To organize reality in mental scripts that adapt us to different contexts
Restaurante Comer
Sala de aulas Aprender
Cinema Entreter
Restaurant
Classroom
Cinema
Eating
Learning
Entertain

W h a t a b o u t b r a n d ?
The same happens with brands.
Our mental maps organize brands more in terms of how they can
help us adapt to environment (“What is the value of this brand in
my life?”) than in terms of which market category they belong.

Nike Correr
Disney Entreter
Uber Facilitar
OK! ????
Running
Entertain
Facilitate

U n c o n s c i o u s e f f e c t s
The power of a positioning is so strong that it guides our
behaviours and beliefs beyond our levels of awareness.

Mais rápidos.
Mais destemidos
Red Bull deu-lhes asas
Posicionamento
pelo benefício funcional
(energia)
Faster
Fiery
Red Bull gave them wings
Functionality-based
positioning

Pre?o Desconto
(0,89€)
Pre?o Normal
(1,89€)
Mais lentos
Mais erros
Cheap price = Cheap Brand
Posicionamento pelo
atributo do produto
(pre?o)
Slower
Less accurate
Cheap Brands = Cheap Prices
Price-based
positioning

N e x t t i m e y o u t h i n k a b o u t y o u r b r a n d
Can I be the Gillette of my market category?
Can my brand help people adapt to environment? how?
What are the unconscious effects promoted by the positioning of my brand?

T O P O F M I N D
N O T E # 3

It is the effort to make a brand remembered.

To make information accessible and salient in memory.

Our memory operated in associative
network.
When a node (a word, for instance) is
activated, others are automatically
activated as well.
Repetition increases accessibility and
promotes System 1 usage.
Accessibility and salience are important
because they can drive decision-making
processes.

U n c o n s c i o u s E f f e c t s
Repeating a message has multiple effects that operate below our
levels of awareness. And sometimes we don’t even know how to
explain it. Like that one song that we listened on the radio once and
we didn’t like it. But after hearing it two or three times, we love it.

Repeti??o aumenta:
Perce??o de Verdade
Repetition increases the truth effect
Repeated information is perceived
as more truthful than new
information

Repetition increases liking
Repeated information is more liked
than new information. This is one of
the most replicated ?ndings
in psychology.

What is my brand’s associative network?
What is the level of familiarity with my brand?
What arguments or ideias or pieces of information should I repeat?

C O N S I S T E N C Y
N O T E # 4

it is the cohesion that a brand has every time it
communicates.

It is everything people want and need in their lives.

W H Y :
We seek balance (homeostasis principle).
We avoid cognitive dissonance at all costs.
Basic human need as social beings.
- we are always looking for inconsistencies in others.

B r a n d c o n s i s t e n c y
Regarding brands, things get even more complicated, especially
now that they are so exposed in social media.
It only takes one bad move, to start a war.

When was the last time you read your brand’s Facebook comments?
When was the last time you thought you were somehow inconsistent?

I n s u m …

Next time you wear your brand’s shoes - whether if you have to
make a board decision, talk to a colleague from another
department, approve an ad campaign or answer a fan on
social media, bare in mind that…

Nowadays, brands survive if they think of consumers as real people who:
Think using system 1
Expect a purposefrom brands to make their lives easier
Need consistencyin the world
Look for experiencesmade for people, just like me and you.

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